Keeping Your Brand on Track

Brands evolve. Market competition changes, leadership pursues a rebrand, or an unexpected crisis occurs. Brand consistency is vital to remain effective and relevant in every situation—what story are you telling, how are you reaching your audience, and how are you managing your reputation.

In this month’s episode of Make the Connection, I am joined by my dear friend Tracye McDaniel, President of TIP Strategies. We cover everything from the process of establishing a successful brand to first steps of reinventing yourself through a rebrand or crisis response. How does an organization establish their brand and align to a core set of values? After a rebrand, how can a company measure success of those efforts? How do you adapt during a crisis, but keep your marketing strategy true to your brand and core audience?